Steinlager Pure – Keep it Pure

Steinlager was New Zealand's number one premium beer brand, but with a multitude of other European brands entering the market, its position had deteriorated.

Steinlager Pure – Keep it Pure

Category: New Product or Service IntroductionAgency: Publicis MojoAdvertiser: Lion NathanCampaign: Steinlager Pure – Keep it Pure

SUMMARY

Steinlager was New Zealand's number one premium brand, but with Heineken and a multitude of other European brands entering the market, its position had deteriorated.

The agency uncovered a number of issues that were holding Steinlager back; it was clear that more than a new advertising campaign would be required. Extensive consumer research conducted by the agency provided a positioning for a new brand based around Purity. A beer of...

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